Infutor Launches its Data-as-a-Service Offering CRM FreshLink

The new offering leverages TrueSource^TM Identity Graph to resolve inaccurate first-party data, CRM data decay, and more.

Identity resolutionOpens a new window has become critical to marketing success as well as for abiding with consumer privacy norms. According to an “Identity Resolution in Modern B2C Marketing: Forrester Report”, 71% of marketers believeOpens a new window identity resolution would have a significant or major impact on their ability to attract new customers. However, less than 25% of marketers find it challenging to manage customer IDs with sufficient depth, accuracy, persistence, and scale.

To help marketers manage their first-party CRM data, InfutorOpens a new window , a consumer identity management platform, today launched CRM FreshLinkOpens a new window , a data as a service offering. This data cleansing solution leverages TrueSource^TM Identity Graph, which uses a data base of more than 260 million consumers and 97.5 million daily updates to power marketers with personalized and targeted communications.

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“Data quality is paramount to driving successful omnichannel marketing campaigns and customer loyalty programs. With millions of address, email and phone number changes each year, the best marketing programs will fail if first party CRM data is inaccurate and outbound reach only connects with a fraction of the intended audience,” said Gary Walter, CEO of Infutor. “Combined with the depreciation of third-party cookies, CRM FreshLink plays to Infutor’s identity resolution data and technology strengths as we enable brands to have the most robust first party data assets at all times.”

Infutor’s CRM FreshLink recently helped a global wine and spirits company to correct and consolidate customer records with attributes. As a result, the company witnessed 158% improvement in customer attributed phone numbers, and nearly 60% increase in customer emails driving higher contact-ability and improved customer experiencesOpens a new window .

The cleansing process will evaluate customer contact points for accuracy and feature robust hygiene, and normalization standards. In addition, Infutor has developed functionality to connect a customer’s persistent ID with household and provides visibility across time and silos for a 360-degree customer view by removing duplicate records.

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“Merging customer, media cost, and marketing response data is a cumbersome process; it requires extensive data collection, audits, cleansing, and data joins. But those who keep customer data in silos can miss opportunities to connect relevant offers with customers at best or deliver negative customer experiences at worst,” said Tina Moffet and Stephanie Liu, analysts, in the Forrester report, “Case Study: Advanced Measurement Transforms Marketing.”